Are millennials brand-loyal in the apparel industry?

This thorough study in consumer insights about millennials and the apparel industry aims at understanding what is going on in their minds and to which extent theories established by researchers and scholars are reflective of their loyalty towards brands. The literature review will give you, readers, the palette of the branding concepts which are complex, and these ones’ goal is to group unique individuals into a common strategy that will deliver a clear and concise message to them. Regarding the apparel industry, you will have an outlook of its evolution, going from business aspects to sociological facts. This industry is extremely interesting as for some it is seen as a basic need, but to others it may be considered as a mean of selfexpression and identity, which makes it very broad and flexible to each individual. Finally, the last pillar of this research is the millennial generation in terms of its characteristics (own and cross-generational), purchasing habits and personal traits. This path will allow you to have a global understanding and an overview of the main concepts and aspects needed to identify the gaps to be solved by this paper. The methodology used in this qualitative research paper for the primary data collection was interviews with experts and focus groups with millennials. These two types of exchanges were focusing on three main pillars for each. For experts, millennials insights and characteristics, their purchasing habits and their loyalty toward brands. For focus groups: appearance and style questions, purchasing habits and brands. The participants were selected thoroughly with the objective of diversifying profiles and advices as much as possible. In total, 19 millennials and 4 experts participated in the research project. Findings and tables show contrasts in millennials’ profiles but are aligned with the specialists’ testimonies and the literature review: this generation is very brand-loyal and not so different from previous ones, they constantly seek for self-discovery and must be targeted according to their interests and lifestyle instead of mere generation. Companies must not lose their identity for it is the only solution for them to be appealing to this generation, affected by the butterfly syndrome, which must not be cured but accepted